ALL THINGS AUTOMOTIVE LEXUS IS TRENDING UPWARDS

I’m investing heavily in Lexus-futures.

There’s some speculation at present that the Australian motor industry will this year be curtailed and even retract. Not from where I’m sitting.

It’s a bold forecast, but one based on inside knowledge and a great deal of strategic research: 2023 will be a record year for Lexus, albeit in the face, perhaps, of industry decline.

Nationally, our brand which has traditionally been constrained by its own natural stance of exclusivity will bound above 10,000 deliveries for the first time in its 33-year presence in Australia.

I’m not suggesting a boom, but rather a deliberate step forward brought about by the discovery and adoption of Lexus by a new generation of sophisticated early adopters.

Our move into electrification, incorporating the fast emerging technology into a design and manufacturing process which has its roots in a culture of quality, has proved to be the formula our emerging clientele trusts.

And it’s equally a combination that our long-term loyal guests appreciate as they also embrace the new technology.

Its natural – people are risk averse.

It’s one thing to take an interest in the new all electric means of mobility. It’s another to invest substantial amounts of your own funds in what is essentially start-up technology.

The solution, of course, is to deal only with someone you can trust.

Lexus has been the quiet achiever in battery electric technology. By reasonable calculation some 75 percent of our entire range is now powered, at least in part, by electricity.

By early next decade the conversion to full electrification will be complete.

Lexus has not sought to take leadership. Its left that to others, who rightly can claim to be disruptors, with all that the term implies.

Lexus has only introduced technology when it has been certain of the outcome. And little by little it has become the progenitor of the electric revolution.

John Roca, Dealer Principal